Customer-centric cosmetics How digital solutions can deliver a health care experience that is more than just skin deep
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osmetic procedures are in high demand worldwide, with the global market on course to reach $66 billion by 2026. Yet service levels at private health care clinics, burdened by legacy technology installed many years ago, are struggling to keep pace with customer demand and service expectations. A digital facelift is in order, argues Andy Randall, Group COO at Halfords and chairman at Avayler. Private clinics must look to apply modern supply chain and CRM technology to their cosmetic health care operations to deliver first-class patient outcomes and ensure flawless safety standards.
BY ANDY RANDALL
Andy Randall, Group COO at Halfords and chairman at Avayler.
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Today there are up to 650 Consultant Dermatologists working in the NHS, many of which carry out additional elective or aesthetic procedures in private clinics. In fact, health care professionals follow NHS procedures and training, use prescription drugs such as Botox for some procedures, and private medical clinics are licensed by the Care Quality Commission. CX is top of the agenda for every consumer, no matter what they are buying Patients seeking out private clinics for cosmetic procedures such as laser hair removal and Botox have the same service expectations as customers in any industry — yet there is currently a capability gap between both customer-facing and back-end private health care operations, and the ser-
